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CHINA OUTBOUND MARKETING
As China continues to grow rapidly, there is a swell in outbound travel and
shopping. In 2018 there will be an estimated 154 million outbound travelers
from China - and another 248 million shoppers who buy overseas, online
from China.
This presentation outlines these growing movements and how global
brands and destinations can market to Chinese audiences.
Marketing to China must take into account the unique characteristics of
Chinese audiences who are highly social (social media rules), predominantly
mobile and have incredibly high preference for mobile payments (mobile
wallet over cash/credit).
Marketing to China also requires adapting language, messaging and
systems to mesh with a different view of the world. Smart global brands
who address these issues put themselves in a good position to succeed
with the 400 million+ Chinese who are expected to travel overseas by 2030.
Prepared by Totem Media
CHINA OUTBOUND MARKETING
154 MILLION
OUTBOUND CHINESE
TRAVELERS IN 2018.
87.7 MILLION
OVERSEAS VISITS BY
AMERICANS IN 2017.
Source: UNWTO
AND STILL ONLY 6% OF
CHINESE OWN A PASSPORT.
PASSPORTE
Americans: 40%
Britons: 76%
98% OF ALL CHINESE
TOURISM IS DOMESTIC.
Source: UNWTO
MILLIONS
(Visits)
ANNUAL OVERSEAS VISITS
From 10.5m in 2000 …to >150m in 2018.
Source: United Nations World Tourism Organisation (UNWTO)
32
64
96
128
160
2010 2011 2012 2013 2014 2015 2016 2017 2018 (e)
Source: United Nations World Tourism Organisation (UNWTO)
0
450
900
1350
1800
2017 2030
CHINA
ALL OTHER
OVERSEAS TRIPS BY CHINESE TO 2030
By 2030 China overseas trips = almost quarter of all cross border tourism.
2017 2030
m
m
m
m
1,200m
1,800m
CHINESE OUTBOUND TOP 10 DESTINATIONS - 2017
Asia leads the way as destination for outbound visits.
S. KOREA
JAPAN
THAILAND
PHILIPPINES
SINGAPORE
USA
2
4
8
Source: UNWTO
1
9
6
3
VIETNAM
MALAYSIA
5 INDONESIA
7
AUSTRALIA
10
Excludes Hong Kong, Macau and Taiwan
SANYA
BEIJING
SHANGHAI
GUANGZHOU TAIWAN
MALAYSIA
HONG KONG
KOREA
TOKYO
SAPPORO
THAILAND
HAINAN
SINGAPORE
JEJU
BALI
DESTINATIONS CLOSE TO HOME ARE FAVORED
Short vacations (~one week max) and cost …have Asian locations leading the way.
2 HRS
3 HRS
4 HRS
GLOBAL LOCATIONS ARE GROWING
Travel times, time zones and ease of operation make EU/US more challenging.
VANCOUVER
L.A.
NEW YORK
SYDNEY
BALI
DUBAI
MEXICO CITY
LONDON
12 HRS
12 HRS
11 HRS
15 HRS
14.5 HRS
10 HRS
7 HRS
9 HRS
ISTANBUL
11.5 HRS
SHANGHAI
WHEN ARE THEY TRAVELING
CAAC International Flight Volumes - Monthly Averages - (2008 - 2015).
Source: CAPA - Centre for Aviation and CAAC 
2 3 4 5 6 7 8 9 10 11 121
CNY
Labor Day
National Day
4m
3m
2m
1m
Summer
CHINA LEADS THE
WORLD IN TOURISM
SPENDING
CHINA LEADS GLOBAL TOURISM SPENDING
They outspend American travelers two-to-one.
Source: United Nations World Tourism Organisation (UNWTO)
US
10%
China
21%
Germany
6.4%
UK
5.1%
France
3.2%
Rest of World
54.2%
2016
CHINESE
TRAVELERS
ACCOUNT FOR
MORE THAN
1/5 OF GLOBAL
TOURISM
DOLLARS.
US$261 BILLION IN
2016.
SHOPPING IS THE MAIN
ACTIVITY AMONG
OUTBOUND CHINESE.
CHINESE TOURIST EXPENDITURE PER COUNTRY
What they spend, where. Asia = Shopping!
Source: Euromonitor, CEIC, Goldman Sachs
0
25
50
75
100
Hong Kong S. Korea Singapore Japan Italy France UK USA
Shopping
Hotel
Food/Dining
Activities
Other
59%
33%
24%
21% 21%
19% 18%
13%
THEY ALSO SHOP ONLINE
WHEN THEY RETURN HOME
TO CHINA
CROSS BORDER
ECOMMECE
(SHOPPING) IN CHINA
IS CALLED “HAITAO”.
2017: US$110 Billion in
cross border retail sales,
according to Alizila &
eMarketer.
CROSS-BORDER ECOMMERCE RETAIL SALES
“Haitao” will represent > US$129 Billion in 2018.
Source: eMarketer
0
40
80
120
160
2014 2015 2016 2017 2018 2019 2020
BILLIONS
(USD)
CROSS-BORDER ECOMMERCE RETAIL SALES
Top overseas destinations for China online “Hai Tao” shoppers
S. KOREA
JAPAN
USA
13 2
GERMANY
4
AUSTRALIA
5
Source: Tmall Global and CBNData 2016
MALAYSIA
UK CANADA
FRANCE
Key products include; health, beauty & cosmetics, baby,
food & nutrition, women’s apparel
CHINA IS
DISTINCTLY
MOBILE-
FIRST
76.5% OF DIGITAL
TRAVEL BOOKINGS IN
2017 WERE MOBILE
According to eMarketer.
Source: iResearch, Forrester Research
CHINA MOBILE PAYMENTS VS U.S.
Transaction value of third-party payments
2
4
6
8
10
12
14
2015 2016 2017e 2018e 2019e
US CHINA
TRILLIONS
(USD)
BY 2021, 79% OF CHINESE WILL BE
PAYING BY MOBILE. ONLY 23% OF
AMERICANS.
According to eMarketer.
ONLY 19% USE
BROWSER.
ACCORDING TO DATA
FROM CRITEO.
APPS HAVE AN 81% SHARE
OF USER ATTENTION
WECHAT IS THE NUMBER
ONE APP IN CHINA WITH
>900M DOMESTIC
MONTHLY USERS.
PLAN BOOK EXPERIENCE
A TRAVELER’S JOURNEY
DREAM
MEET
STELLA
SHE WANTS TO
EXPERIENCE THE WORLD
AND WILL DO IT ON HER
OWN TERMS.
Stella - from Shanghai - is in her mid-20s and works in a white collar job.
Experiences are keenly important for her. She is a typical millennial, cut from the same
cloth as others her age in NYC, LA & London. She wants to experience the world on her
terms, traveling either on her own or with a small group of friends.
MEET STELLA
SHE WANTS TO
EXPERIENCE THE WORLD
1. CHINA/ASIA FIRST: HONG KONG, TAIWAN AND JAPAN ARE FAVORITES.
2. BEACH/ADVENTURE HOLIDAY: SOUTH EAST ASIA, AUSTRALIA…
3. LONG-HAUL EXPERIENCE: EUROPE, US….
1
2
3
3
STEP-BY-STEP
HER FRIENDS HAVE
ALREADY SHARED ONLINE
WORD OF MOUTH AND ITINERARY SHARING
SHAPE THE MARKET IN CHINA.
SOCIAL MEDIA IS KEY.
First
Interest
Research
Itinerary
Where To Stay/
What To Do
Trip
Starts
EACH TRIP REPRESENTS A LONG PROCESS
A lot goes into each trip/holiday overseas.
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATE
Trip Criteria
(Cost….)
Decide
Destination
Booked It!
Advocate
Dissociate
Enjoy &
Bond
INTEREST
LEVEL
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEPLAN BOOK EXPERIENCE
A TRAVELERS’ JOURNEY
DREAM
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEDREAM
SPARKING AWARENESS
DREAMING
Dreaming is all about discovery. Stella needs to decide if/where she wants to travel.
Dreaming can take months (years) if it’s a big trip, far away …or can take a matter of
weeks, if it’s closer to home. Dreaming is about connecting interests with content she
discovers (through media & KOLs) and WOM sharing from friends over social media.
IT’S ABOUT DISCOVERY.
GREAT CONTENT IS A MUST.
BE CONSCIOUS OF THE INTERESTS IN
SHARING ON SOCIAL CHANNELS.
ITINERARY SHARING IS HUGE IN CHINA.
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEINTERESTS x CONTENTDREAM
Dreaming is about discovery. Capturing attention at this early stage is often about
connecting audiences’ as-yet-undefined interests with your destination.
There are critical opportunities to leverage pop culture, trends, and themes/interests
(eg. sport, wellness, food…) toward attention on social media.
BIG EVENTS, TRENDS & MOVEMENTS FROM AROUND
THE GLOBE, ATTRACT INTEREST IN CHINA.
CONNECT TRENDS WITH DESTINATIONS.
CONNECTING INTERESTS
& TRENDS TO TRAVEL
CORNWALL, ENGLAND
Even modestly popular TV shows can attract
tourists who want to connect thematic
interests with a featured place.
Stories from Cornwall, England talk about a
projected influx of Chinese tourists who
follow the historical TV series “Poldark.”
More popular TV series, such as “Big Bang
Theory” (which has throngs of loyal Chinese
fans) have been driving fan-tourism to
Pasadena for years.
POLDARK X CORNWALL, UK
Attracting tourist interest through pop culture.
DREAM
CASE STUDY: ATLANTIS HOTEL, DUBAI
Big awareness through TV content co-op/sponsorship.
DREAM
ATLANTIS, THE PALM DUBAI
“Divas Hit the Road” is a very popular travel
reality show. Each season, the show invites
5-6 celebrities together as a group, to explore
several destinations.
During the show’s visit to Dubai in season
two, the “Atlantis The Palm Dubai,” was
featured as the partner hotel, bringing the
property a wave of new attention in China.
Other shows, like “Keep Running” and “Sisters
Over Flowers” have featured similar
partnerships.
FLIGGY x FINLAND & FINNAIR
Alibaba backed OTA, Fliggy has been moving
briskly to develop more video content.
Its first series “Aurora Specials” was created
together with Finland Tourism Bureau &
Finnair. The video series focuses on key
aspects of travel to Finland, namely the
aurora borealis. To support the effort Fliggy
invited travel bloggers and musicians to
Finland …and even held a live streamed video
concert.
As part of Alibaba, Fliggy is able to leverage
an array of touch points; Weibo, Tmall (&
Double 11), as well as live streaming apps.
CASE STUDY: FINLAND X FLIGGY
Partnering with Fliggy gives Finland access to Alibaba ecosystem.
Aurora Specials - Video Double:11 “Aurora” Concert, Livestream
DREAM
NICHE, INTERESTS AND
ACTIVITIES SCALE
AS EXPERIENCES BECOME A MORE IMPORTANT PART OF
TRAVEL, NICHE ACTIVITIES, WILL SCALE TO ATTRACT
INTEREST - THE MORE UNIQUE THE BETTER.
UNIQUE EXPERIENCES = SOCIAL CURRENCY.
Goat Yoga, New Hampshire Tomorrowland, Belgium Balloon Festival, AlbuquerqueMountain Biking, Crested Butte
ACTIVITIES X DESTINATIONS
Destinations are building equity in link to activities/interests.
DREAM
PALAU x DIVING HAWAII x SURFING QUEENSLAND - MARATHON
Hawaii Tourism Authority features
contents about surfing very frequently
on their official Weibo.
Travel bloggers/shows use diving to
approach audience when introducing
Palau.
Tourism and Events Queensland
invited Chinese celebrities to
participate Gold Coast Marathon.
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEINFLUENCERSDREAM
Influencers (KOLs) are an important part of helping brands build reach and
credibility with audiences on social media. For many new entrants, KOLs are likely to
provide the most cost effective, immediate impact.
While they can simply be used to spread (repost) branded posts on social, smart
organizations use them to co-create high quality content. For travel brands, co-
created video (live streamed or otherwise) yield high attention.
Weibo is the primary channel for KOL operations/content. However, part of the value
of working with KOLs is about extending reach across multiple channels (eg. video
channels), together with Weibo as core channel.
CELEBRITY SPOKESPEOPLE
Tourism bureaus leverage celebrities to represent/build their presence in China.
DREAM
SWITZERLAND TOURISM BUREAU DENMARK TOURISM BUREAU VISIT MELBOURNE
HUANG XUAN YIYANG QIANXI LI XIAN
KOLS HELP BUILD AWARENESS
And can be highly useful in developing consideration.
The video, titled “Memory of Ritz-
Carlton,” used Yvonne’s experience in
the hotel as the main storyline, and her
voice-over for storytelling. It generated
more than 2m views on Weibo.
The KOL wrote an article about how she
made a travel guide by using Melbourne
as an example. The article got 1,000+
reposts with many comments like “useful
tips”.
The KOL was invited to try Qatar
Airway’s first flight to Cardiff and
attend its launch party.
He shared his experience, flight
details, launch events, etc,. on Weibo,
to attract audience interest.
DREAM
RITZ-CARLTON x YVONNE QATAR AIRWAYS x VISIT MELBOURNE x
BRAND
ACCOUNT
KOLs
KOLs
KOLs
KOLs
USING KOLS x MULTI-CHANNELS TO EXPAND REACH INTO NEW AUDIENCES
KOLS: BUILD MASS REACH DREAM
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEWECHATDREAM
WeChat is an important channel end-to-end along the tourist journey …from
creating awareness all the way through to being on the ground, on-location.
At the “dream” stage, the best opportunity to reach new audiences thru
WeChat is with:
1. “MOMENTS” SOCIAL ADS
Promoted posts which can be targeted by audience type & location
2. VIRAL CONTENT
Highly compelling images, videos that get shared
TOURISM AUSTRALIA x CATHAY PACIFIC
Tourism Australia partnered with Cathay
Pacific, to promote the flights from China to
Australia.
1. The “Moments ad” is posted into the social
stream - targeting users based on
demographics, locations …etc
2. The graphic features inspired scenes and
locations from Australia
3. The call to action is linked to a Cathay
Pacific booking page, with flight details
and travel information
WECHAT MOMENTS ADS
Using WeChat Moments Ads to build initial awareness.
DREAM
Ad in Moments Stream Landing Page - H5
PRINCESS CRUISES
Princess Cruises uses “Moments Ads”
featuring video.
The social ads from Princess Cruises are
focused on demonstrating the experience of
traveling on their cruises. Video provides a
high-impact and immediate connection to
audiences scanning their crowded social
streams.
The video ad links through to an H5 landing
page where people who want to learn more
about the experience …can register their info.
DREAM
Using WeChat Moments Ads to build initial awareness.
WECHAT MOMENTS ADS
Ad in Moments Stream Landing Page - H5
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEPLAN
RAISE CONSIDERATION
PLANNING
This is the point where Stella gets real about making her trip overseas.
She now has to do the practical work of arranging flights, booking hotels and planning for
excursions, activities …and shopping. If services don’t appear in Chinese, and on the
channels she visits …they aren’t going to get booked (or added to her itinerary).
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEBE SEARCHABLEPLAN
Brands that want to succeed in China must look beyond superficial presence on
Chinese OTAs and on Baidu (for search). Global brands and destinations must
present themselves on terms that relate and connect with Chinese audiences.
At a very basic level, global brands must have high-quality content in Chinese
language. However, it’s also essential to feature a point of view that connects with
PRC culture and views - capturing up-to-date interests, dialogues & trends.
How can you connect your brand/place with a Chinese mindset?
VISIT BRITAIN - To improve Britain’s
reputation as a welcoming destination for
Chinese tourists, VisitBritain invited Chinese
audiences to create their own names for
famous British landmarks, foods and
experiences - “Choose the Chinese Name” …
for…
VisitBritain collected more than 13,000
entries, providing Chinese names for The
Shard, Sherwood Forest, Savile Row…
Millions spoke about the campaign online.
These posts have been viewed more than
300 million times on Weibo alone. 
CASE STUDY: VISIT BRITAIN
“Great Chinese Names For Great Britain”
PLAN
CHINA-READY CONTENT
Crowdsourcing travel content for China …from 80 locations globally.
PLAN
HIPARRAY
HipArray is a crowdsourcing platform with
300+ Chinese language creators in over 80
locations globally. All of the creators
(photographers, videographers, writers,
artists) are linked by mobile and can be
alerted to go on-location and take photos,
capture short videos - covering time sensitive
events/trends.
Travel brands use HipArray to source quality
content which connects Global brands with
the Chinese POV/mindset. The creators are
in-destination, so they also have local
knowledge and understand/appreciate the
Global POV.
HEY BELGIUM - Online travel agency (OTA),
Hey! Belgium, has done a great job of helping
Chinese plan special itineraries for Belgium.
Users can go to the site, pick what “kind” of
tourist they are and their interests, and Hey!
Belgium will produce customized tours to fit
the number of days they intend to spend in
the country (one to five days).
After reviewing, customers can pay for
virtually every leg of the trip with credit or
debit, WeChat Pay, or Alipay, among other
payment options and receive vouchers for
activities.
CASE STUDY: HEY BELGIUM
Helping Chinese tourists plan special itineraries for Belgium.
PLAN
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEITINERARY SHARINGPLAN
For many Chinese, trips overseas (especially distant ones) are filled with a mix of
excitement, curiosity and apprehension. While millennials in bigger cities like
Shanghai, Hangzhou, Beijing, Shenzhen …have had persistent exposure to
international culture and language …there is still a lot of groundwork that must go
into a trip abroad. There are the basics of booking flights and hotels. But there is also
a lot of research that needs to be put into understanding how to travel …what to
take, how to pay, how to interact with locals …and what to do, eat and drink.
Itinerary sites in China are the critical link for most eager travelers. There are dozens
of itinerary sites (and OTAs which double as content-rich itinerary sites), providing
millions of tips, answers and tales about locations around the globe.
For brands and destinations it is critical to; (1)distribute high quality, sharable
content, and to, (2)make every effort to get your message included in these sites
(incentivizing Chinese travelers to share stories).
MAFENGGWO - Is a leading service platform
for self-guided tours in China. The website
distinguishes itself from traditional OTAs by
providing in-depth itinerary sharing, Q&A and
other social media features for users to share
experiences.
Mafengwo accounts for as much as 60% of all
travel blog content in China. Every month
there are 135,000 travel blogs posted and
415,000 Q&As added.
The app has 14.6 million MAU (Monthly Active
Users), according to iResearch.
ITINERARY SHARING SITES/APPS
Where travel dreamers learn about destinations and related experiences.
PLAN
ITINERARY SHARING SITES/APPS
Where travel dreamers learn about destinations and related experiences.
BREADTRIP - Was among the early leaders in
the ‘itinerary sharing’ space, Having launched
in 2012, it gained a large, loyal following
among the early ‘independent travelers’ - a
favorite of backpackers and artists.
It still focuses heavily on sharing tips and
experiences of different destinations and has
created an app specifically for creators
(another app/site for people looking to
book).
Total registered users for Breadtrip are more
than 20 million.
PLAN
QYER - Founded in Germany in 2004, it was
originally a travel community of overseas
Chinese - popular with wealthy overseas
students - sharing their experiences and tips
on traveling around Europe.
While it started very much as a itinerary/tip
sharing community, over the years, it has
evolved into a full fledged online booking
platform.
It has more 10 million registered users, and is
invested in (and supported by) Alibaba’s
ecosystem.
ITINERARY SHARING SITES/APPS
Where travel dreamers learn about destinations and related experiences.
PLAN
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEBOOK
SUPPORT THE JOURNEY
BOOKING
Stella has decided where she wants to go. To put everything together, she will book thru
one of the big OTA’s such as Ctrip, Tuniu, Fliggy or Qunar. The big OTAs have the best
prices and selection …but also offer support thru the whole journey - critical when you
have language, information and payment hurdles in another country.
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEBOOKING SITES (OTA’S)BOOK
While information for planning trips/itineraries comes from numerous channels, most
transactions/bookings are concentrated among a small number OTAs (Online Travel
Agencies) in China. CTrip, Qunar, eLong, LY.com, Fliggy. Tuniu are the dominant OTA
players.
What’s important both for vendors (and to some degree customers) are the relevant
ecosystems (families) of booking sites and other travel related apps. There are three
dominant online holding companies in China - Baidu, Alibaba and Tencent -
collectively known as BAT. Each group has a set of sites, apps and payment systems
it owns, partnered with or invested in. An effective marketing workflow takes the
inter-dependence of sites in each family into account.
TRAVEL-RELATED ECOSYSTEMS
BAT (Baidu-Alibaba-Tencent) ownership of travel related sites/apps.
BOOK
ALIPAY
WEIBO WECHAT
WEPAY
BAIDU
WALLET
*Accepted thru Paypal Merchants Globally
FLIGGY - Is the OTA owned and operated by
Alibaba Group. It has a user base of 550
million users.
As a part of Alibaba it draws on a large
ecosystem (including Tmall, Weibo and host
of other sites/apps), an increasing volume of
user data, thru Alibaba’s “Unified ID,” and
ecommerce payments thru “Alipay.” These
connections allow the group to connect
experiences in shopping, entertainment and
travel together. It’s being built up as a full-
journey app …and hoping to draw on the
strength of the ecosystem to entrench user
loyalty.
ONLINE TRAVEL AGENCIES
Where the trip is paid for …and the journey begins.
BOOK
WECHAT TRAVEL BOOKINGS
Linked seamlessly to LY.com and Elong.
Thru LY.com / eLongEmbedded Travel Booking
WECHAT - Linked through the “Wallet”
interface inside of WeChat, users have direct
access to Flight and Hotel bookings …not to
mention, reservations for restaurants and
other activities.
WeChat has a captive audience end-to-end
through its ecosystem, from social sharing, to
search/bookings …to payments online/offline.
Like Alibaba and its “Unified ID,” WeChat aims
to leverage a full view of the customer toward
stickiness/loyalty. Data is not however very
accessible to brands and so WeChat does not
always make for an easy partner.
BOOK
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEEXPERIENCE
IMPROVE ADVOCACY
EXPERIENCE
Stella has made it to her dream destination. Let the fun begin! With everything that’s
gone into planning this trip, it’s critical to make the most of it >> Do everything, eat lots of
good food, shop-till-you-drop …and capture everything on photo/video to save and share.
This trip is about experience - YES. But it’s also about sharing and social currency.
WHAT THEY VISIT ON-LOCATION
Key attractions at top destinations = Whats being shared online
Source: Nielsen, 2017
1. Tokyo Disneyland
2. Mount Fuji
3. Tokyo Tower
4. Hokkaido
1. Disneyland
2.Times Square
3.Statue of Liberty
4.White House
1. Sydney Opera House
2. Sydney Harbour Bridge
3. Gold Coast
4. Great Barrier Reef
1. Louvre Museum
2. Notre-Dame
3. Eiffel Tower
4. Arc de Triomphe
1. Phuket Island
2.Pattaya
3.Chiang Mai
4.Grand Palace
1. Underwater World
2. Universal Studios
3. Merlion Park
4. Botanical Gardens
FRANCE
JAPAN
THAILAND
SINGAPORE
USA
AUSTRALIA
EXPERIENCE
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEWECHATEXPERIENCE
While WeChat is present end-to-end, along the entire audience journey, its real
power lies in its O2O capabilities, connecting offline with online.
WeChat is among a core group of 3-4 apps which PRC travelers will use during
their entire trip. For brands looking to create quality experiences with travelers,
there are a key opportunities to be aware of:
1. CONNECT WITH FOLLOWERS (VIA QR CODES)
Key touch points (at booking), checking in, at POS …allow brands to link
customers to official accounts on WeChat. These touch points are the best
(most cost effective) opportunities to build connections
2. MINI-PROGRAMS
Which are lite apps embedded into WeChat, offering content and services
to audiences on-location (eg. local guidebooks, concierge services)
QR Codes play a critical role in connecting Chinese customers with brands. Customers
who scan a branded QR code are immediately linked to a branded social account.
Global merchants with social accounts (WeChat), need to put QR codes front-and-centre
for Chinese travelers (at POS) and link these codes with content & incentives.
AT KEY OFFLINE CONTACT POINTS
Encourage patrons to follow the brand account.
Brands need to map out key touch points with travelers …from
booking, to check-in, at POS. QR codes are the bridge.
SCAN QR CODE TO
FOLLOW US ON WECHAT
EXPERIENCE
WECHAT MINI-PROGRAMS
Especially important for destination marketing.
At the beginning of 2017, WeChat launched
its mini-apps program. The idea behind mini-
apps was to create an app store
environment and another connection point
between brands and audiences.
Brands creating apps need to focus on
simple propositions ...do one focused thing,
really well. The best apps bring LBS, content
and social functions together.
Travel, services industries & restaurants have
been among the early winners with mini-
programs.
Destination marketers have created
guidebooks. Airlines & hotels have created
bookings/concierge apps.
List of My “Mini Programs”Accessing “Mini Programs”
EXPERIENCE
TOURISM AUSTRALIA
WECHAT MINI-APPS
Tourism Australia has created a strong, mini-program on WeChat, featuring location-
based maps, search for shopping, dining and points-of-interest. Each location has
contact information, and basic information about the site (in text and AUDIO!).
WELCOME TO
BEIJING
I’m Marcel your concierge.
I can help you with booking
restaurants, spa and assisting you
during your stay in Beijing.
Anything I can do to help,
please message me here:
CONNECTING GUESTS WITH SERVICE
Supporting at the hotel and with broader city-level needs.
Mini-App Concierge: Chinese language apps to support guests
at key locations globally. Powered by AI.
WELCOME TO
BOSTON
I’m Suzy your concierge.
I can help you with booking
restaurants, spa and assisting you
during your stay in Boston.
Anything I can do to help,
please message me here:
EXPERIENCE
CASE STUDY: TIFFANY
Location-based support for connecting travelers to shops locally.
Nearby Shops LocatedSend Location to Brand
EXPERIENCE
TIFFANY - It’s now common place with
global brands to include “store finding”
functions into their official WeChat accounts.
Tiffany is among a growing number of global
brands to implement this function for its
audiences of global, mobile consumers.
Customers send Tiffany their current location
…the system responds with the closest listings
for brands shops nearby, including distance
to shops.
WeChat also provides LBS (location based)
advertising features for targeting audiences in
specific cities around the World.
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEAPPSEXPERIENCE
Mobile apps are a critical part of the China travel experience overseas. Starting from
the planning/booking phases of the journey, PRC travelers start using travel apps for
a host of critical needs.
While at destination, important needs are met with mobile apps:
- Finding reviews on itineraries
- Searching for and booking restaurants
- Looking for places to buy products
- Making payments
GLOBAL ACCESS FOR TRAVELERS
A Chinese-friendly interface to global businesses.
Overseas, LBS restaurants, events…Access thru WeChat App
MEITUAN-DIANPING - Wants to become a
critical companion for overseas Chinese
travelers, providing access to dinning spots,
attractions, event/experiences, and
accommodations. They will also look to
extend local deals (think Groupon) outside of
China.
Meituan-Dianping, which is embedded into
WeChat (& invested by Tencent) will mirror
the effect of Yelp x TripAdvisor for Chinese,
while overseas. And, with the investment of
Priceline ($450m in 2017), it should gain
expedited access to global merchants,
hotels…etc.
EXPERIENCE
YELP X ALIPAY
Providing access, information, bookings and payments.
Overseas restaurants
listings/bookings
Access thru Alipay App
ALIPAY x YELP - In August, 2017 Alipay and
Yelp announced a deal to provide Chinese
travelers access to Yelp merchants in the US. -
starting with NY, LA, Vegas & San Francisco.
As part of the integration, Chinese travelers
will be able to make bookings and pay for
restaurants while traveling in the US. Alibaba
already has Koubei (a Yelp-like app)
embedded into Alipay, so will be building off
existing experience with the Yelp integration.
Yelp will follow up later by launching a
dedicated Chinese language app.
EXPERIENCE
OpenTable and CTrip struck a similar
partnership in 2017.
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEPAYMENTSEXPERIENCE
Payments are consistently rated as the number one challenge for PRC travelers while
overseas. Credit card penetration in China is still extremely low …and for millennials,
cash is quickly becoming passe. So, for almost all Chinese travelers, the preferred
method of payment is by mobile wallet. “Alipay" and WeChat Pay are the two
dominant mobile payment providers.
A big part of becoming “China ready” for global destinations & brands …is about
making Alipay and WeChat payment options available. It’s an important signal to
would-be travelers that you are willing/capable of making their experience rewarding
and easy.
Merchants who have Alipay/WeChat Pay setup are also in a much better position to
maintain engagement with PRC audiences …and support continued, repeat
purchases (even after Chinese travelers return home).
Retail payment: 25 countries & regions
Currencies supported: 12
800 million registered users
In-store payment service: 35 countries
Tax reimbursement: 24 countries
520 million registered users
VS
40%54%
ALIPAY WECHAT PAY
ALIPAY STILL HAS EDGE OVERALL
Q1 2017 - Market share of payments.
EXPERIENCE
05.19.2018 03.01.2018
WECHAT PAY LEADING IN O2O
2018 Q1 - Payment Preference Survey by iMedia Research
EXPERIENCE
WECHAT PAY
59.5%
ALIPAY
36.3%
OTHER
4.2%
WECHAT PAY
34.4%
ALIPAY
59.2%
OTHER
6.4%
ONLINE PURCHASES OFFLINE PURCHASES
Source: iMedia Research
MOBILE PAYMENTS EXPANDING
A growing number of global destinations are supporting Alipay/WeChat Pay.
Printemps Haussmann becomes
the first department store in
France to accept Alipay in Nov
2016.
Daimaru Matsuzakaya department
stores participated in Alipay’s
Double 12 promotion in 2017.
New Chitose Airport in Hokkaido,
Japan became the world‘s first
WeChat Pay flagship airport in Dec
2017.
EXPERIENCE
PRINTEMPS HAUSSMANN DAIMARU MATSUZAKAYA CHITOSE AIRPORT, HOKKAIDO
FRANCE JAPAN JAPAN
GALERIES LAFAYETTE, PARIS
The city of Paris is a hot destination for
Chinese travelers. The city receives 5,000
mentions per day online in China.
Iconic department store, Galleries Lafayette
has responded to the wave of interest with
setting up a “Shopping & Welcome Centre”
100% dedicated to Chinese travelers.
The Centre has curated hot products for its
Chinese guest; much-loved fashion,
accessories, jewelry, pharmacy and specialty
foods …including souvenirs of Paris. It has
also implemented 100% Chinese signage in
the centre, together with dedicated
Mandarin speaking clerks.
CASE STUDY: GALERIES LAFAYETTE
Dedicated shopping “welcome centre” for Chinese travelers.
EXPERIENCE
TOURISM TORONTO - Announced in
March 2018 that it will be supporting wider
adoption of Chinese mobile payments
solutions in the city. As Toronto’s largest
overseas tourism market, China and its
travelers warrant greater support.
Starting with two of the city’s most iconic
tourism spots; CN Tower and Ripley’s
Aquarium, Tourism Toronto will be
supporting merchants around the city to
install Alipay and WeChat Pay.
CASE STUDY: TOURISM TORONTO
Getting payments ready for China - installing WeChat Pay and Alipay.
EXPERIENCE
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATEBOND & SHAREEXPERIENCE
Global brands & merchants who get things right will have followed a number of
important steps in attracting Chinese travelers and creating a positive experience,
such as; having Chinese-ready content, payment systems, and services.
To make the most of these investments in attracting and converting Chinese
travelers, global brands and merchants need to also focus on what comes after
the trip …by:
A. Encouraging travelers to connect & follow them on social
B. Providing those travelers with quality content to share forward
C. Giving regular incentives/offers to re-engage
Smart brands will also develop CRM systems to keep these connections alive,
segmenting audiences and keeping up regular, targeted communications per
segment.
ADVOCACYSTELLA HAS UNIQUE EXPERIENCES TO SHARE WITH FRIENDS
SHE REPRESENTS AN
IMPORTANT AUDIENCE
SEGMENT BUT IT’S CRITICAL
TO MAP OTHER GROUPS.
AND STREAMLINE
CONTENT PER GROUP.
BOND AND SHARE
Along the path, from: awareness - consideration - evaluation - buy.
Itinerary sharing
ADVOCATE
ENJOY
BOND
BUY
Reviews (Q&A)
AWARENESS CONSIDERATION
EVALUATION
Mass
EXPERIENCE
Purchase
EXPERIENCE
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCESHARING GREAT EXPERIENCES
Along the path, from: awareness - consideration - evaluation - buy.
AND ADVOCACY
SHARING
VIDEOS/PHOTOS ITINERARIES RATINGS & REVIEWS
DREAM
AWARENESS
PLAN
CONSIDER-EVALUATION
BOOK
PURCHASE
EXPERIENCE
ADVOCATE“HAITAO” SHOPPINGEXPERIENCE
Coming full circle on the journey, there is an important part of the experience which
can/should continue after she touches down back in China.
After the trip is over, travelers maintain an interest in a place - and often continue
buying products they discovered from the holiday destination. There is a massive
industry built up around this overseas, online buying - called “Hai Tao” in China
(translated as “Ocean Search”).
Chinese buyers can increasingly buy direct from a global website (eg. your existing
website), using a cadre of facilitators (payment intermediaries etc). Alternatively,
they are turning to social ecommerce apps like; LittleRedBook and Kaola.
Brands that Chinese travelers discover while overseas end up on LittleRedBook &
Kaola. For brands looking to enter China, these sites offer strong opportunities for
early traction.
POPULAR SHOPPING LOCATIONS
Where travelers are shopping at destinations. What they buy before returning home.
Source: Nielsen, 2017
1. Department Stores
2. Pharmacies
3. Discount Retailers
1. Luxury Stores
2.Discount Retailers
1. Duty-Free Shops
2. Supermarkets
1. Luxury Stores
2. Department Stores
1. Duty-Free Shops
2. Convenience Stores
EUROPE
JAPAN
THAILAND
USA
AUSTRALIA
EXPERIENCE
SOUTH KOREA
1. Duty-Free Shops
2. Beauty Shops
3. Pharmacies
1. Duty-Free Shops
2. Gift Shops
3. Electronics
HONG KONG
LITTLEREDBOOK - “Red” is a unique social
shopping platform in China, focused on
discovery and exploration. Users can explore
based on products and/or places.
In the context of outbound marketing, “Red”
provides a critical link at both the end of a trip
(looking back on a trip/place one loves) and
at the dreaming phase (where someone can
imagine a place and wants to buy products
from there). For merchants unique to a
destination, there is an important opportunity
to connect (on the basis of location identity).
“Red” claims 90 million users.
HAITAO: OUTBOUND SHOPPING
Capturing interest from travelers and domestic Chinese alike.
EXPERIENCE
Travel journals, holiday looks,
products, experiences
“Explore” provides access to
interesting posts per location
Chris Baker, Managing Director
Email: chris@totemmedia.co
www.totemmedia.net

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Infographics Intro
 

China Outbound Travel x Digital

  • 2. As China continues to grow rapidly, there is a swell in outbound travel and shopping. In 2018 there will be an estimated 154 million outbound travelers from China - and another 248 million shoppers who buy overseas, online from China. This presentation outlines these growing movements and how global brands and destinations can market to Chinese audiences. Marketing to China must take into account the unique characteristics of Chinese audiences who are highly social (social media rules), predominantly mobile and have incredibly high preference for mobile payments (mobile wallet over cash/credit). Marketing to China also requires adapting language, messaging and systems to mesh with a different view of the world. Smart global brands who address these issues put themselves in a good position to succeed with the 400 million+ Chinese who are expected to travel overseas by 2030. Prepared by Totem Media CHINA OUTBOUND MARKETING
  • 3. 154 MILLION OUTBOUND CHINESE TRAVELERS IN 2018. 87.7 MILLION OVERSEAS VISITS BY AMERICANS IN 2017. Source: UNWTO
  • 4. AND STILL ONLY 6% OF CHINESE OWN A PASSPORT. PASSPORTE Americans: 40% Britons: 76% 98% OF ALL CHINESE TOURISM IS DOMESTIC. Source: UNWTO
  • 5. MILLIONS (Visits) ANNUAL OVERSEAS VISITS From 10.5m in 2000 …to >150m in 2018. Source: United Nations World Tourism Organisation (UNWTO) 32 64 96 128 160 2010 2011 2012 2013 2014 2015 2016 2017 2018 (e)
  • 6. Source: United Nations World Tourism Organisation (UNWTO) 0 450 900 1350 1800 2017 2030 CHINA ALL OTHER OVERSEAS TRIPS BY CHINESE TO 2030 By 2030 China overseas trips = almost quarter of all cross border tourism. 2017 2030 m m m m 1,200m 1,800m
  • 7. CHINESE OUTBOUND TOP 10 DESTINATIONS - 2017 Asia leads the way as destination for outbound visits. S. KOREA JAPAN THAILAND PHILIPPINES SINGAPORE USA 2 4 8 Source: UNWTO 1 9 6 3 VIETNAM MALAYSIA 5 INDONESIA 7 AUSTRALIA 10 Excludes Hong Kong, Macau and Taiwan
  • 8. SANYA BEIJING SHANGHAI GUANGZHOU TAIWAN MALAYSIA HONG KONG KOREA TOKYO SAPPORO THAILAND HAINAN SINGAPORE JEJU BALI DESTINATIONS CLOSE TO HOME ARE FAVORED Short vacations (~one week max) and cost …have Asian locations leading the way. 2 HRS 3 HRS 4 HRS
  • 9. GLOBAL LOCATIONS ARE GROWING Travel times, time zones and ease of operation make EU/US more challenging. VANCOUVER L.A. NEW YORK SYDNEY BALI DUBAI MEXICO CITY LONDON 12 HRS 12 HRS 11 HRS 15 HRS 14.5 HRS 10 HRS 7 HRS 9 HRS ISTANBUL 11.5 HRS SHANGHAI
  • 10. WHEN ARE THEY TRAVELING CAAC International Flight Volumes - Monthly Averages - (2008 - 2015). Source: CAPA - Centre for Aviation and CAAC  2 3 4 5 6 7 8 9 10 11 121 CNY Labor Day National Day 4m 3m 2m 1m Summer
  • 11. CHINA LEADS THE WORLD IN TOURISM SPENDING
  • 12. CHINA LEADS GLOBAL TOURISM SPENDING They outspend American travelers two-to-one. Source: United Nations World Tourism Organisation (UNWTO) US 10% China 21% Germany 6.4% UK 5.1% France 3.2% Rest of World 54.2% 2016 CHINESE TRAVELERS ACCOUNT FOR MORE THAN 1/5 OF GLOBAL TOURISM DOLLARS. US$261 BILLION IN 2016.
  • 13. SHOPPING IS THE MAIN ACTIVITY AMONG OUTBOUND CHINESE.
  • 14. CHINESE TOURIST EXPENDITURE PER COUNTRY What they spend, where. Asia = Shopping! Source: Euromonitor, CEIC, Goldman Sachs 0 25 50 75 100 Hong Kong S. Korea Singapore Japan Italy France UK USA Shopping Hotel Food/Dining Activities Other 59% 33% 24% 21% 21% 19% 18% 13%
  • 15. THEY ALSO SHOP ONLINE WHEN THEY RETURN HOME TO CHINA CROSS BORDER ECOMMECE (SHOPPING) IN CHINA IS CALLED “HAITAO”. 2017: US$110 Billion in cross border retail sales, according to Alizila & eMarketer.
  • 16. CROSS-BORDER ECOMMERCE RETAIL SALES “Haitao” will represent > US$129 Billion in 2018. Source: eMarketer 0 40 80 120 160 2014 2015 2016 2017 2018 2019 2020 BILLIONS (USD)
  • 17. CROSS-BORDER ECOMMERCE RETAIL SALES Top overseas destinations for China online “Hai Tao” shoppers S. KOREA JAPAN USA 13 2 GERMANY 4 AUSTRALIA 5 Source: Tmall Global and CBNData 2016 MALAYSIA UK CANADA FRANCE Key products include; health, beauty & cosmetics, baby, food & nutrition, women’s apparel
  • 18. CHINA IS DISTINCTLY MOBILE- FIRST 76.5% OF DIGITAL TRAVEL BOOKINGS IN 2017 WERE MOBILE According to eMarketer.
  • 19. Source: iResearch, Forrester Research CHINA MOBILE PAYMENTS VS U.S. Transaction value of third-party payments 2 4 6 8 10 12 14 2015 2016 2017e 2018e 2019e US CHINA TRILLIONS (USD) BY 2021, 79% OF CHINESE WILL BE PAYING BY MOBILE. ONLY 23% OF AMERICANS. According to eMarketer.
  • 20. ONLY 19% USE BROWSER. ACCORDING TO DATA FROM CRITEO. APPS HAVE AN 81% SHARE OF USER ATTENTION WECHAT IS THE NUMBER ONE APP IN CHINA WITH >900M DOMESTIC MONTHLY USERS.
  • 21. PLAN BOOK EXPERIENCE A TRAVELER’S JOURNEY DREAM
  • 22. MEET STELLA SHE WANTS TO EXPERIENCE THE WORLD AND WILL DO IT ON HER OWN TERMS.
  • 23. Stella - from Shanghai - is in her mid-20s and works in a white collar job. Experiences are keenly important for her. She is a typical millennial, cut from the same cloth as others her age in NYC, LA & London. She wants to experience the world on her terms, traveling either on her own or with a small group of friends. MEET STELLA
  • 24. SHE WANTS TO EXPERIENCE THE WORLD 1. CHINA/ASIA FIRST: HONG KONG, TAIWAN AND JAPAN ARE FAVORITES. 2. BEACH/ADVENTURE HOLIDAY: SOUTH EAST ASIA, AUSTRALIA… 3. LONG-HAUL EXPERIENCE: EUROPE, US…. 1 2 3 3 STEP-BY-STEP
  • 25. HER FRIENDS HAVE ALREADY SHARED ONLINE WORD OF MOUTH AND ITINERARY SHARING SHAPE THE MARKET IN CHINA. SOCIAL MEDIA IS KEY.
  • 26. First Interest Research Itinerary Where To Stay/ What To Do Trip Starts EACH TRIP REPRESENTS A LONG PROCESS A lot goes into each trip/holiday overseas. DREAM AWARENESS PLAN CONSIDER-EVALUATION BOOK PURCHASE EXPERIENCE ADVOCATE Trip Criteria (Cost….) Decide Destination Booked It! Advocate Dissociate Enjoy & Bond INTEREST LEVEL
  • 29. DREAMING Dreaming is all about discovery. Stella needs to decide if/where she wants to travel. Dreaming can take months (years) if it’s a big trip, far away …or can take a matter of weeks, if it’s closer to home. Dreaming is about connecting interests with content she discovers (through media & KOLs) and WOM sharing from friends over social media.
  • 30. IT’S ABOUT DISCOVERY. GREAT CONTENT IS A MUST. BE CONSCIOUS OF THE INTERESTS IN SHARING ON SOCIAL CHANNELS. ITINERARY SHARING IS HUGE IN CHINA.
  • 31. DREAM AWARENESS PLAN CONSIDER-EVALUATION BOOK PURCHASE EXPERIENCE ADVOCATEINTERESTS x CONTENTDREAM Dreaming is about discovery. Capturing attention at this early stage is often about connecting audiences’ as-yet-undefined interests with your destination. There are critical opportunities to leverage pop culture, trends, and themes/interests (eg. sport, wellness, food…) toward attention on social media.
  • 32. BIG EVENTS, TRENDS & MOVEMENTS FROM AROUND THE GLOBE, ATTRACT INTEREST IN CHINA. CONNECT TRENDS WITH DESTINATIONS. CONNECTING INTERESTS & TRENDS TO TRAVEL
  • 33. CORNWALL, ENGLAND Even modestly popular TV shows can attract tourists who want to connect thematic interests with a featured place. Stories from Cornwall, England talk about a projected influx of Chinese tourists who follow the historical TV series “Poldark.” More popular TV series, such as “Big Bang Theory” (which has throngs of loyal Chinese fans) have been driving fan-tourism to Pasadena for years. POLDARK X CORNWALL, UK Attracting tourist interest through pop culture. DREAM
  • 34. CASE STUDY: ATLANTIS HOTEL, DUBAI Big awareness through TV content co-op/sponsorship. DREAM ATLANTIS, THE PALM DUBAI “Divas Hit the Road” is a very popular travel reality show. Each season, the show invites 5-6 celebrities together as a group, to explore several destinations. During the show’s visit to Dubai in season two, the “Atlantis The Palm Dubai,” was featured as the partner hotel, bringing the property a wave of new attention in China. Other shows, like “Keep Running” and “Sisters Over Flowers” have featured similar partnerships.
  • 35. FLIGGY x FINLAND & FINNAIR Alibaba backed OTA, Fliggy has been moving briskly to develop more video content. Its first series “Aurora Specials” was created together with Finland Tourism Bureau & Finnair. The video series focuses on key aspects of travel to Finland, namely the aurora borealis. To support the effort Fliggy invited travel bloggers and musicians to Finland …and even held a live streamed video concert. As part of Alibaba, Fliggy is able to leverage an array of touch points; Weibo, Tmall (& Double 11), as well as live streaming apps. CASE STUDY: FINLAND X FLIGGY Partnering with Fliggy gives Finland access to Alibaba ecosystem. Aurora Specials - Video Double:11 “Aurora” Concert, Livestream DREAM
  • 36. NICHE, INTERESTS AND ACTIVITIES SCALE AS EXPERIENCES BECOME A MORE IMPORTANT PART OF TRAVEL, NICHE ACTIVITIES, WILL SCALE TO ATTRACT INTEREST - THE MORE UNIQUE THE BETTER. UNIQUE EXPERIENCES = SOCIAL CURRENCY. Goat Yoga, New Hampshire Tomorrowland, Belgium Balloon Festival, AlbuquerqueMountain Biking, Crested Butte
  • 37. ACTIVITIES X DESTINATIONS Destinations are building equity in link to activities/interests. DREAM PALAU x DIVING HAWAII x SURFING QUEENSLAND - MARATHON Hawaii Tourism Authority features contents about surfing very frequently on their official Weibo. Travel bloggers/shows use diving to approach audience when introducing Palau. Tourism and Events Queensland invited Chinese celebrities to participate Gold Coast Marathon.
  • 38. DREAM AWARENESS PLAN CONSIDER-EVALUATION BOOK PURCHASE EXPERIENCE ADVOCATEINFLUENCERSDREAM Influencers (KOLs) are an important part of helping brands build reach and credibility with audiences on social media. For many new entrants, KOLs are likely to provide the most cost effective, immediate impact. While they can simply be used to spread (repost) branded posts on social, smart organizations use them to co-create high quality content. For travel brands, co- created video (live streamed or otherwise) yield high attention. Weibo is the primary channel for KOL operations/content. However, part of the value of working with KOLs is about extending reach across multiple channels (eg. video channels), together with Weibo as core channel.
  • 39. CELEBRITY SPOKESPEOPLE Tourism bureaus leverage celebrities to represent/build their presence in China. DREAM SWITZERLAND TOURISM BUREAU DENMARK TOURISM BUREAU VISIT MELBOURNE HUANG XUAN YIYANG QIANXI LI XIAN
  • 40. KOLS HELP BUILD AWARENESS And can be highly useful in developing consideration. The video, titled “Memory of Ritz- Carlton,” used Yvonne’s experience in the hotel as the main storyline, and her voice-over for storytelling. It generated more than 2m views on Weibo. The KOL wrote an article about how she made a travel guide by using Melbourne as an example. The article got 1,000+ reposts with many comments like “useful tips”. The KOL was invited to try Qatar Airway’s first flight to Cardiff and attend its launch party. He shared his experience, flight details, launch events, etc,. on Weibo, to attract audience interest. DREAM RITZ-CARLTON x YVONNE QATAR AIRWAYS x VISIT MELBOURNE x
  • 41. BRAND ACCOUNT KOLs KOLs KOLs KOLs USING KOLS x MULTI-CHANNELS TO EXPAND REACH INTO NEW AUDIENCES KOLS: BUILD MASS REACH DREAM
  • 42. DREAM AWARENESS PLAN CONSIDER-EVALUATION BOOK PURCHASE EXPERIENCE ADVOCATEWECHATDREAM WeChat is an important channel end-to-end along the tourist journey …from creating awareness all the way through to being on the ground, on-location. At the “dream” stage, the best opportunity to reach new audiences thru WeChat is with: 1. “MOMENTS” SOCIAL ADS Promoted posts which can be targeted by audience type & location 2. VIRAL CONTENT Highly compelling images, videos that get shared
  • 43. TOURISM AUSTRALIA x CATHAY PACIFIC Tourism Australia partnered with Cathay Pacific, to promote the flights from China to Australia. 1. The “Moments ad” is posted into the social stream - targeting users based on demographics, locations …etc 2. The graphic features inspired scenes and locations from Australia 3. The call to action is linked to a Cathay Pacific booking page, with flight details and travel information WECHAT MOMENTS ADS Using WeChat Moments Ads to build initial awareness. DREAM Ad in Moments Stream Landing Page - H5
  • 44. PRINCESS CRUISES Princess Cruises uses “Moments Ads” featuring video. The social ads from Princess Cruises are focused on demonstrating the experience of traveling on their cruises. Video provides a high-impact and immediate connection to audiences scanning their crowded social streams. The video ad links through to an H5 landing page where people who want to learn more about the experience …can register their info. DREAM Using WeChat Moments Ads to build initial awareness. WECHAT MOMENTS ADS Ad in Moments Stream Landing Page - H5
  • 46. PLANNING This is the point where Stella gets real about making her trip overseas. She now has to do the practical work of arranging flights, booking hotels and planning for excursions, activities …and shopping. If services don’t appear in Chinese, and on the channels she visits …they aren’t going to get booked (or added to her itinerary).
  • 47. DREAM AWARENESS PLAN CONSIDER-EVALUATION BOOK PURCHASE EXPERIENCE ADVOCATEBE SEARCHABLEPLAN Brands that want to succeed in China must look beyond superficial presence on Chinese OTAs and on Baidu (for search). Global brands and destinations must present themselves on terms that relate and connect with Chinese audiences. At a very basic level, global brands must have high-quality content in Chinese language. However, it’s also essential to feature a point of view that connects with PRC culture and views - capturing up-to-date interests, dialogues & trends. How can you connect your brand/place with a Chinese mindset?
  • 48. VISIT BRITAIN - To improve Britain’s reputation as a welcoming destination for Chinese tourists, VisitBritain invited Chinese audiences to create their own names for famous British landmarks, foods and experiences - “Choose the Chinese Name” … for… VisitBritain collected more than 13,000 entries, providing Chinese names for The Shard, Sherwood Forest, Savile Row… Millions spoke about the campaign online. These posts have been viewed more than 300 million times on Weibo alone.  CASE STUDY: VISIT BRITAIN “Great Chinese Names For Great Britain” PLAN
  • 49. CHINA-READY CONTENT Crowdsourcing travel content for China …from 80 locations globally. PLAN HIPARRAY HipArray is a crowdsourcing platform with 300+ Chinese language creators in over 80 locations globally. All of the creators (photographers, videographers, writers, artists) are linked by mobile and can be alerted to go on-location and take photos, capture short videos - covering time sensitive events/trends. Travel brands use HipArray to source quality content which connects Global brands with the Chinese POV/mindset. The creators are in-destination, so they also have local knowledge and understand/appreciate the Global POV.
  • 50. HEY BELGIUM - Online travel agency (OTA), Hey! Belgium, has done a great job of helping Chinese plan special itineraries for Belgium. Users can go to the site, pick what “kind” of tourist they are and their interests, and Hey! Belgium will produce customized tours to fit the number of days they intend to spend in the country (one to five days). After reviewing, customers can pay for virtually every leg of the trip with credit or debit, WeChat Pay, or Alipay, among other payment options and receive vouchers for activities. CASE STUDY: HEY BELGIUM Helping Chinese tourists plan special itineraries for Belgium. PLAN
  • 51. DREAM AWARENESS PLAN CONSIDER-EVALUATION BOOK PURCHASE EXPERIENCE ADVOCATEITINERARY SHARINGPLAN For many Chinese, trips overseas (especially distant ones) are filled with a mix of excitement, curiosity and apprehension. While millennials in bigger cities like Shanghai, Hangzhou, Beijing, Shenzhen …have had persistent exposure to international culture and language …there is still a lot of groundwork that must go into a trip abroad. There are the basics of booking flights and hotels. But there is also a lot of research that needs to be put into understanding how to travel …what to take, how to pay, how to interact with locals …and what to do, eat and drink. Itinerary sites in China are the critical link for most eager travelers. There are dozens of itinerary sites (and OTAs which double as content-rich itinerary sites), providing millions of tips, answers and tales about locations around the globe. For brands and destinations it is critical to; (1)distribute high quality, sharable content, and to, (2)make every effort to get your message included in these sites (incentivizing Chinese travelers to share stories).
  • 52. MAFENGGWO - Is a leading service platform for self-guided tours in China. The website distinguishes itself from traditional OTAs by providing in-depth itinerary sharing, Q&A and other social media features for users to share experiences. Mafengwo accounts for as much as 60% of all travel blog content in China. Every month there are 135,000 travel blogs posted and 415,000 Q&As added. The app has 14.6 million MAU (Monthly Active Users), according to iResearch. ITINERARY SHARING SITES/APPS Where travel dreamers learn about destinations and related experiences. PLAN
  • 53. ITINERARY SHARING SITES/APPS Where travel dreamers learn about destinations and related experiences. BREADTRIP - Was among the early leaders in the ‘itinerary sharing’ space, Having launched in 2012, it gained a large, loyal following among the early ‘independent travelers’ - a favorite of backpackers and artists. It still focuses heavily on sharing tips and experiences of different destinations and has created an app specifically for creators (another app/site for people looking to book). Total registered users for Breadtrip are more than 20 million. PLAN
  • 54. QYER - Founded in Germany in 2004, it was originally a travel community of overseas Chinese - popular with wealthy overseas students - sharing their experiences and tips on traveling around Europe. While it started very much as a itinerary/tip sharing community, over the years, it has evolved into a full fledged online booking platform. It has more 10 million registered users, and is invested in (and supported by) Alibaba’s ecosystem. ITINERARY SHARING SITES/APPS Where travel dreamers learn about destinations and related experiences. PLAN
  • 56. BOOKING Stella has decided where she wants to go. To put everything together, she will book thru one of the big OTA’s such as Ctrip, Tuniu, Fliggy or Qunar. The big OTAs have the best prices and selection …but also offer support thru the whole journey - critical when you have language, information and payment hurdles in another country.
  • 57. DREAM AWARENESS PLAN CONSIDER-EVALUATION BOOK PURCHASE EXPERIENCE ADVOCATEBOOKING SITES (OTA’S)BOOK While information for planning trips/itineraries comes from numerous channels, most transactions/bookings are concentrated among a small number OTAs (Online Travel Agencies) in China. CTrip, Qunar, eLong, LY.com, Fliggy. Tuniu are the dominant OTA players. What’s important both for vendors (and to some degree customers) are the relevant ecosystems (families) of booking sites and other travel related apps. There are three dominant online holding companies in China - Baidu, Alibaba and Tencent - collectively known as BAT. Each group has a set of sites, apps and payment systems it owns, partnered with or invested in. An effective marketing workflow takes the inter-dependence of sites in each family into account.
  • 58. TRAVEL-RELATED ECOSYSTEMS BAT (Baidu-Alibaba-Tencent) ownership of travel related sites/apps. BOOK ALIPAY WEIBO WECHAT WEPAY BAIDU WALLET *Accepted thru Paypal Merchants Globally
  • 59. FLIGGY - Is the OTA owned and operated by Alibaba Group. It has a user base of 550 million users. As a part of Alibaba it draws on a large ecosystem (including Tmall, Weibo and host of other sites/apps), an increasing volume of user data, thru Alibaba’s “Unified ID,” and ecommerce payments thru “Alipay.” These connections allow the group to connect experiences in shopping, entertainment and travel together. It’s being built up as a full- journey app …and hoping to draw on the strength of the ecosystem to entrench user loyalty. ONLINE TRAVEL AGENCIES Where the trip is paid for …and the journey begins. BOOK
  • 60. WECHAT TRAVEL BOOKINGS Linked seamlessly to LY.com and Elong. Thru LY.com / eLongEmbedded Travel Booking WECHAT - Linked through the “Wallet” interface inside of WeChat, users have direct access to Flight and Hotel bookings …not to mention, reservations for restaurants and other activities. WeChat has a captive audience end-to-end through its ecosystem, from social sharing, to search/bookings …to payments online/offline. Like Alibaba and its “Unified ID,” WeChat aims to leverage a full view of the customer toward stickiness/loyalty. Data is not however very accessible to brands and so WeChat does not always make for an easy partner. BOOK
  • 62. EXPERIENCE Stella has made it to her dream destination. Let the fun begin! With everything that’s gone into planning this trip, it’s critical to make the most of it >> Do everything, eat lots of good food, shop-till-you-drop …and capture everything on photo/video to save and share. This trip is about experience - YES. But it’s also about sharing and social currency.
  • 63. WHAT THEY VISIT ON-LOCATION Key attractions at top destinations = Whats being shared online Source: Nielsen, 2017 1. Tokyo Disneyland 2. Mount Fuji 3. Tokyo Tower 4. Hokkaido 1. Disneyland 2.Times Square 3.Statue of Liberty 4.White House 1. Sydney Opera House 2. Sydney Harbour Bridge 3. Gold Coast 4. Great Barrier Reef 1. Louvre Museum 2. Notre-Dame 3. Eiffel Tower 4. Arc de Triomphe 1. Phuket Island 2.Pattaya 3.Chiang Mai 4.Grand Palace 1. Underwater World 2. Universal Studios 3. Merlion Park 4. Botanical Gardens FRANCE JAPAN THAILAND SINGAPORE USA AUSTRALIA EXPERIENCE
  • 64. DREAM AWARENESS PLAN CONSIDER-EVALUATION BOOK PURCHASE EXPERIENCE ADVOCATEWECHATEXPERIENCE While WeChat is present end-to-end, along the entire audience journey, its real power lies in its O2O capabilities, connecting offline with online. WeChat is among a core group of 3-4 apps which PRC travelers will use during their entire trip. For brands looking to create quality experiences with travelers, there are a key opportunities to be aware of: 1. CONNECT WITH FOLLOWERS (VIA QR CODES) Key touch points (at booking), checking in, at POS …allow brands to link customers to official accounts on WeChat. These touch points are the best (most cost effective) opportunities to build connections 2. MINI-PROGRAMS Which are lite apps embedded into WeChat, offering content and services to audiences on-location (eg. local guidebooks, concierge services)
  • 65. QR Codes play a critical role in connecting Chinese customers with brands. Customers who scan a branded QR code are immediately linked to a branded social account. Global merchants with social accounts (WeChat), need to put QR codes front-and-centre for Chinese travelers (at POS) and link these codes with content & incentives.
  • 66. AT KEY OFFLINE CONTACT POINTS Encourage patrons to follow the brand account. Brands need to map out key touch points with travelers …from booking, to check-in, at POS. QR codes are the bridge. SCAN QR CODE TO FOLLOW US ON WECHAT EXPERIENCE
  • 67. WECHAT MINI-PROGRAMS Especially important for destination marketing. At the beginning of 2017, WeChat launched its mini-apps program. The idea behind mini- apps was to create an app store environment and another connection point between brands and audiences. Brands creating apps need to focus on simple propositions ...do one focused thing, really well. The best apps bring LBS, content and social functions together. Travel, services industries & restaurants have been among the early winners with mini- programs. Destination marketers have created guidebooks. Airlines & hotels have created bookings/concierge apps. List of My “Mini Programs”Accessing “Mini Programs” EXPERIENCE
  • 68. TOURISM AUSTRALIA WECHAT MINI-APPS Tourism Australia has created a strong, mini-program on WeChat, featuring location- based maps, search for shopping, dining and points-of-interest. Each location has contact information, and basic information about the site (in text and AUDIO!).
  • 69. WELCOME TO BEIJING I’m Marcel your concierge. I can help you with booking restaurants, spa and assisting you during your stay in Beijing. Anything I can do to help, please message me here: CONNECTING GUESTS WITH SERVICE Supporting at the hotel and with broader city-level needs. Mini-App Concierge: Chinese language apps to support guests at key locations globally. Powered by AI. WELCOME TO BOSTON I’m Suzy your concierge. I can help you with booking restaurants, spa and assisting you during your stay in Boston. Anything I can do to help, please message me here: EXPERIENCE
  • 70. CASE STUDY: TIFFANY Location-based support for connecting travelers to shops locally. Nearby Shops LocatedSend Location to Brand EXPERIENCE TIFFANY - It’s now common place with global brands to include “store finding” functions into their official WeChat accounts. Tiffany is among a growing number of global brands to implement this function for its audiences of global, mobile consumers. Customers send Tiffany their current location …the system responds with the closest listings for brands shops nearby, including distance to shops. WeChat also provides LBS (location based) advertising features for targeting audiences in specific cities around the World.
  • 71. DREAM AWARENESS PLAN CONSIDER-EVALUATION BOOK PURCHASE EXPERIENCE ADVOCATEAPPSEXPERIENCE Mobile apps are a critical part of the China travel experience overseas. Starting from the planning/booking phases of the journey, PRC travelers start using travel apps for a host of critical needs. While at destination, important needs are met with mobile apps: - Finding reviews on itineraries - Searching for and booking restaurants - Looking for places to buy products - Making payments
  • 72. GLOBAL ACCESS FOR TRAVELERS A Chinese-friendly interface to global businesses. Overseas, LBS restaurants, events…Access thru WeChat App MEITUAN-DIANPING - Wants to become a critical companion for overseas Chinese travelers, providing access to dinning spots, attractions, event/experiences, and accommodations. They will also look to extend local deals (think Groupon) outside of China. Meituan-Dianping, which is embedded into WeChat (& invested by Tencent) will mirror the effect of Yelp x TripAdvisor for Chinese, while overseas. And, with the investment of Priceline ($450m in 2017), it should gain expedited access to global merchants, hotels…etc. EXPERIENCE
  • 73. YELP X ALIPAY Providing access, information, bookings and payments. Overseas restaurants listings/bookings Access thru Alipay App ALIPAY x YELP - In August, 2017 Alipay and Yelp announced a deal to provide Chinese travelers access to Yelp merchants in the US. - starting with NY, LA, Vegas & San Francisco. As part of the integration, Chinese travelers will be able to make bookings and pay for restaurants while traveling in the US. Alibaba already has Koubei (a Yelp-like app) embedded into Alipay, so will be building off existing experience with the Yelp integration. Yelp will follow up later by launching a dedicated Chinese language app. EXPERIENCE OpenTable and CTrip struck a similar partnership in 2017.
  • 74. DREAM AWARENESS PLAN CONSIDER-EVALUATION BOOK PURCHASE EXPERIENCE ADVOCATEPAYMENTSEXPERIENCE Payments are consistently rated as the number one challenge for PRC travelers while overseas. Credit card penetration in China is still extremely low …and for millennials, cash is quickly becoming passe. So, for almost all Chinese travelers, the preferred method of payment is by mobile wallet. “Alipay" and WeChat Pay are the two dominant mobile payment providers. A big part of becoming “China ready” for global destinations & brands …is about making Alipay and WeChat payment options available. It’s an important signal to would-be travelers that you are willing/capable of making their experience rewarding and easy. Merchants who have Alipay/WeChat Pay setup are also in a much better position to maintain engagement with PRC audiences …and support continued, repeat purchases (even after Chinese travelers return home).
  • 75. Retail payment: 25 countries & regions Currencies supported: 12 800 million registered users In-store payment service: 35 countries Tax reimbursement: 24 countries 520 million registered users VS 40%54% ALIPAY WECHAT PAY ALIPAY STILL HAS EDGE OVERALL Q1 2017 - Market share of payments. EXPERIENCE 05.19.2018 03.01.2018
  • 76. WECHAT PAY LEADING IN O2O 2018 Q1 - Payment Preference Survey by iMedia Research EXPERIENCE WECHAT PAY 59.5% ALIPAY 36.3% OTHER 4.2% WECHAT PAY 34.4% ALIPAY 59.2% OTHER 6.4% ONLINE PURCHASES OFFLINE PURCHASES Source: iMedia Research
  • 77. MOBILE PAYMENTS EXPANDING A growing number of global destinations are supporting Alipay/WeChat Pay. Printemps Haussmann becomes the first department store in France to accept Alipay in Nov 2016. Daimaru Matsuzakaya department stores participated in Alipay’s Double 12 promotion in 2017. New Chitose Airport in Hokkaido, Japan became the world‘s first WeChat Pay flagship airport in Dec 2017. EXPERIENCE PRINTEMPS HAUSSMANN DAIMARU MATSUZAKAYA CHITOSE AIRPORT, HOKKAIDO FRANCE JAPAN JAPAN
  • 78. GALERIES LAFAYETTE, PARIS The city of Paris is a hot destination for Chinese travelers. The city receives 5,000 mentions per day online in China. Iconic department store, Galleries Lafayette has responded to the wave of interest with setting up a “Shopping & Welcome Centre” 100% dedicated to Chinese travelers. The Centre has curated hot products for its Chinese guest; much-loved fashion, accessories, jewelry, pharmacy and specialty foods …including souvenirs of Paris. It has also implemented 100% Chinese signage in the centre, together with dedicated Mandarin speaking clerks. CASE STUDY: GALERIES LAFAYETTE Dedicated shopping “welcome centre” for Chinese travelers. EXPERIENCE
  • 79. TOURISM TORONTO - Announced in March 2018 that it will be supporting wider adoption of Chinese mobile payments solutions in the city. As Toronto’s largest overseas tourism market, China and its travelers warrant greater support. Starting with two of the city’s most iconic tourism spots; CN Tower and Ripley’s Aquarium, Tourism Toronto will be supporting merchants around the city to install Alipay and WeChat Pay. CASE STUDY: TOURISM TORONTO Getting payments ready for China - installing WeChat Pay and Alipay. EXPERIENCE
  • 80. DREAM AWARENESS PLAN CONSIDER-EVALUATION BOOK PURCHASE EXPERIENCE ADVOCATEBOND & SHAREEXPERIENCE Global brands & merchants who get things right will have followed a number of important steps in attracting Chinese travelers and creating a positive experience, such as; having Chinese-ready content, payment systems, and services. To make the most of these investments in attracting and converting Chinese travelers, global brands and merchants need to also focus on what comes after the trip …by: A. Encouraging travelers to connect & follow them on social B. Providing those travelers with quality content to share forward C. Giving regular incentives/offers to re-engage Smart brands will also develop CRM systems to keep these connections alive, segmenting audiences and keeping up regular, targeted communications per segment.
  • 81. ADVOCACYSTELLA HAS UNIQUE EXPERIENCES TO SHARE WITH FRIENDS SHE REPRESENTS AN IMPORTANT AUDIENCE SEGMENT BUT IT’S CRITICAL TO MAP OTHER GROUPS. AND STREAMLINE CONTENT PER GROUP.
  • 82. BOND AND SHARE Along the path, from: awareness - consideration - evaluation - buy. Itinerary sharing ADVOCATE ENJOY BOND BUY Reviews (Q&A) AWARENESS CONSIDERATION EVALUATION Mass EXPERIENCE Purchase
  • 83. EXPERIENCE DREAM AWARENESS PLAN CONSIDER-EVALUATION BOOK PURCHASE EXPERIENCESHARING GREAT EXPERIENCES Along the path, from: awareness - consideration - evaluation - buy. AND ADVOCACY SHARING VIDEOS/PHOTOS ITINERARIES RATINGS & REVIEWS
  • 84. DREAM AWARENESS PLAN CONSIDER-EVALUATION BOOK PURCHASE EXPERIENCE ADVOCATE“HAITAO” SHOPPINGEXPERIENCE Coming full circle on the journey, there is an important part of the experience which can/should continue after she touches down back in China. After the trip is over, travelers maintain an interest in a place - and often continue buying products they discovered from the holiday destination. There is a massive industry built up around this overseas, online buying - called “Hai Tao” in China (translated as “Ocean Search”). Chinese buyers can increasingly buy direct from a global website (eg. your existing website), using a cadre of facilitators (payment intermediaries etc). Alternatively, they are turning to social ecommerce apps like; LittleRedBook and Kaola. Brands that Chinese travelers discover while overseas end up on LittleRedBook & Kaola. For brands looking to enter China, these sites offer strong opportunities for early traction.
  • 85. POPULAR SHOPPING LOCATIONS Where travelers are shopping at destinations. What they buy before returning home. Source: Nielsen, 2017 1. Department Stores 2. Pharmacies 3. Discount Retailers 1. Luxury Stores 2.Discount Retailers 1. Duty-Free Shops 2. Supermarkets 1. Luxury Stores 2. Department Stores 1. Duty-Free Shops 2. Convenience Stores EUROPE JAPAN THAILAND USA AUSTRALIA EXPERIENCE SOUTH KOREA 1. Duty-Free Shops 2. Beauty Shops 3. Pharmacies 1. Duty-Free Shops 2. Gift Shops 3. Electronics HONG KONG
  • 86. LITTLEREDBOOK - “Red” is a unique social shopping platform in China, focused on discovery and exploration. Users can explore based on products and/or places. In the context of outbound marketing, “Red” provides a critical link at both the end of a trip (looking back on a trip/place one loves) and at the dreaming phase (where someone can imagine a place and wants to buy products from there). For merchants unique to a destination, there is an important opportunity to connect (on the basis of location identity). “Red” claims 90 million users. HAITAO: OUTBOUND SHOPPING Capturing interest from travelers and domestic Chinese alike. EXPERIENCE Travel journals, holiday looks, products, experiences “Explore” provides access to interesting posts per location
  • 87. Chris Baker, Managing Director Email: chris@totemmedia.co www.totemmedia.net